With so much competition out there, it is important that companies find a way to differentiate themselves from their rivals. This article outlines four ways businesses of any size can build a successful brand that resonates with potential customers and clients.
1. Define your brand message
What’s your company’s USP? Maybe you want to be known for your green credentials or your patented technology? Maybe you offer the “best in class” in your niche or have the most customer-friendly platform? Once you’ve defined what you stand for as a company and why customers and clients should pick you over your rivals, get that brand message out to your target audience through online and offline channels. Include your message on the “About” page of your website or even your homepage. If possible, distil your brand message into a simple slogan that potential customers will remember. Take some time to brainstorm words that you and your employees associate with your company. If resources allow, conduct a little market research too, to understand how current and potential customers view your company.
2. Logo design
From Apple to Nike, Starbucks to MacDonald’s, there are many global companies that are identifiable simply by their logo. This is an indicator of how a strong company logo can become a powerful business asset. So, while there are cheap and DIY options, it’s worth spending the money on a professional logo designer. They can create something simple, versatile and unique. When it comes to getting your logo out there, think beyond your online options. Companies such as anthembranding.com can offer innovative solutions that can help you make your logo visible and memorable. Because you want your logo to become ubiquitous, make sure it can be easily adapted to different platforms and that it reflects your company’s style.
3. Find your company’s voice
A key component of your brand is your company’s voice. This is simply the tone you adopt in company communications. This can have an important impact on how customers view your company. For example, a formal voice can indicate reliability, quality and trust, whereas an informal, jokey voice suggests a company that’s more laid back and approachable. When finding your voice, consider your customers’ demographics. A younger target market might be more attracted to informal communications, especially on social media platforms. One thing to avoid is anything that might cause offence (unless shock value is your intent). Humor and sarcasm can be easily misinterpreted, especially if you operate across multiple countries.
4. Fulfil your brand’s promise
You could spend a fortune on a professional web designer, logo designer, and marketing firm, etc., to develop and promote your brand. However, it is how you conduct your business day to day that will keep customers coming back and giving you those all-important great word-of-mouth recommendations. Going back to your brand message, make sure it’s not just a slogan or a mission statement on your website. Keep exceeding customer expectations and your brand will generate plenty of engagement. Post glowing testimonials from real customers on your website, provide useful content on your blog, promote your company achievements, and ensure all your social media interactions are positive.
Overall, building a brand takes time. The key is consistency, both in your brand presence and how you engage with your target market to make sure that audiences always equate your company and its brand with your stated values.
Loveish Kalsi
Loveish Kalsi is a freelance Web and Graphic Designer from India. He is the owner of famous design blog Creativedesignmagazine.com
